Align once, measure twice: Success metrics for marketing and sales teams

Sometimes I say to myself, “Our work is never done, and that is half the fun!” Those of us in marketing or sales roles must go beyond our immediate responsibilities to qualify more than just leads. No matter how many previous…
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What Makes Infographics Compelling

What Makes Infographics Compelling In today’s world, most of the people we want to deliver our messages to are overwhelmed by content and often using mobile devices to get their news, information and entertainment. How do you attract their attention…
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B2B Marketing: 3 Must-Haves for Sales Enablement Success

Getting to the point where our marketing teams can empower the sales conversation with uniquely insightful content and perspectives first requires building a buyer context that has depth and breadth, in both the generic and specific senses.  The generic context…
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Sales Enablement’s Best of the Web: Resources for sales enablement strategies

While the definition of ‘sales enablement’ is in a state of flux as the concept continues to evolve, IDC’s definition cuts directly to the core – delivering “the right information to the right person at the right time in the…
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Inciting Buying Decisions: Creating a Change Imperative Story

Situation: Your marketing/content team has developed an intriguing message which resonates with your B2B audience as insightful, differentiated, and relevant. You’ve produced content to nurture prospects along the various stages of their buyer’s journeys. Your case studies are rich with…
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Insight Selling: Changing Mindsets

“We don’t see things as they are, we see things as we are.” – Anais Nin We each see the world through the lenses ground by the sum of our individual life experiences, coupled with our ideological views. It’s how…
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4 Content Challenges for B2B Digital Marketing and How to Best Them

With unprecedented expediency, the internet has enhanced our ability to communicate, while altering how we find and consume that information.  This ease of communication has profoundly affected B2B marketers in two ways. It has enhanced our reach for target audiences,…
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Beyond Cold Calling – Warm Calls with Intelligence

The game has changed – with the advent of Big Data, the cloud, and all of the information-rich capabilities these have created; buyers today expect more sophistication from B2B marketing and sales.  Specifically, buyers expect vendors to understand their business…
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Insight Selling: Make Me Care

“Make me care.”  It’s the greatest story commandment and the ultimate goal of all B2B content creators.  Yet, for all of our best efforts to engage target audiences around our commercial insights, CEB is reporting that many of their CEB…
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The Technology Buying Process Evolution Continues

The accelerating rate of technological change in today’s digital context has transformed the B2B technology buying process, while creating unique challenges for marketers of complex solutions. Below we consider the most salient aspects of the different buying-process components.   Buyer…
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The Power of Role-based B2B Marketing

Not all lists are created equal, but focusing on roles vs. titles gives marketers of complex solutions a great advantage over their competition. Generally identifying contacts by title is a far easier and simpler undertaking – for example, a quick…
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Incorporating the “Human Element” Into Your B2B Marketing & Sales Enablement

“The ‘Human Element’ can sometimes be lost in our zeal to maximize the advantages of the latest technologies. In the end it’s people that we need to make connections to.” I recently began a discussion* in a LinkedIn group with…
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Using Psychographics with Role-based Targeting

Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some surprising and insightful results.  Counter to conventional B2B marketing wisdom, where branding and the communication…
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Improving the Quality of B2B Lead Generation

The largest hurdle to improving the quality of the lead-gen process is ensuring marketing and sales are on the same page.  Traditionally, these two entities have been wholly separate organizations, seemingly working towards the same goal.  However, in reality the…
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6 Technology Marketing Steps to Increase Target Account Engagement and Sales

In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual decision-maker personas may be doing more harm than good. The crux of Spenner’s argument rests…
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B2B Content Marketing: Reduce the Burden of Your Buyer’s Journey

While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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For B2B Marketers WOM Trust Trumps All

Consider this: you’re a B2B buyer in need of a complex technology solution.  Your inbox has several emailed offers from various vendors, only some of which you’ve scanned over with a healthy dose of scepticism regarding their product or service…
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Developing Customer Intelligence for Sales Enablement

Keeping up with prospective customer challenges and needs has become both easier and more difficult at the same time.  The mining of information online today, provides decided advantages as compared to just a decade ago.  Yet sorting through the sheer…
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When Online Content May Not Facilitate the Sales Process

nA recent SimplyDIRECT-sponsored survey of senior enterprise marketers from major technology companies themed Facilitating the Sales Process asked, “To what extent do you feel online content facilitates the sales process?” The following chart indicates their combined response. You may be…
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Most Effective Ways for Marketing to Impact Sales Enablement

Our latest survey of senior B2B marketers reveals that lead generation is still high on their list of priorities. However, of more importance is gaining tighter alignment between sales and marketing. As buyers increasingly turn to the internet to find…
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